Main Article Content
The purpose of this research is to focus on the effects of push and pull factors on Thai tourists' purchase behavior of street foods in Hua Hin night market. This research aims to find ways to develop the street food services in Hua Hin, as one of the most famous street food destinations in Thailand. This study is based on 270 Thai tourists, who visited the Hua Hin night market. Using a simple random sampling technique, this questionnaire survey-based study applied the second order confirmatory factor analysis and Structural Equation Modeling (SEM). The results of this study found that the pull factors influencing the consumer behavior of Hua Hin street food included the sensory attributes and the image of food factors. The push factors including the escape from daily routine and interest in food had no influence on Thai tourists’ consumer behavior.